Impact of airline social media marketing on purchase intention:Evidence from China using PLS-SEM

Impact of airline social media marketing on purchase intention:Evidence from China using PLS-SEM

Social media has emerged as a pivotal marketing instrument and a platform that facilitates connections between consumers and businesses. In the intense market competition among peer airlines and high-speed rail services, the effective and efficient use of social media can provide a competitive edge...

Full description

Saved in:
Bibliographic Details
Main Authors: Liyi Xia, Yuchao Xu, Yahua Zhang, Hongwei Jiang, Bo Cui
Format: Article
Language:English
Published: Elsevier 2024-12-01
Series:Transport Economics and Management
Subjects:
Social media marketing
China airline market
Purchase intention
Perceived value
PLS-SEM
Online Access:http://www.sciencedirect.com/science/article/pii/S2949899624000194
Tags: Add Tag
No Tags, Be the first to tag this record!

Similar Items

Similar Items